Game of Thrones: Conquest is WB Games' flagship mobile strategy title — empire building, dragon mechanics, and real-time warfare across the Seven Kingdoms. We ran a 6-month retainer producing monthly static and video UA creatives across Facebook, Instagram, TikTok, and Snapchat.
The challenge in competitive franchise UA: the IP's visual language is already loaded, and the mobile strategy category is saturated. Every creative had to earn attention in a feed where other games run the same dragon shots. Concept diversity was the methodology for finding what actually moves installs, not iteration on a template.
A full-cadence monthly creative program on WB's flagship title. Performance data was managed on the client side — what we can speak to is the scope, the sustained output, and the creative methodology.
Monthly video concepts designed for concept diversity — distinct creative angles built to surface real performance signals across a competitive franchise IP.
Concept diversity is how you find what actually moves installs.
Franchise IP carries its own gravity — the visual language is already loaded. The job was developing creative range wide enough to surface real performance signals, not iterations on the same dragon shot. Six months of monthly batches, each adjusted on the prior month's data. Creative direction and production from the same seat kept the strategy-to-output loop tight.
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30 minutes. No pitch deck. We'll talk platforms, formats, and what's actually working in your market.